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Coca-Cola Company

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on 18 October 2013

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Transcript of Coca-Cola Company

What Coke does right: Mission: Socio-
Demographic Problems US health culture
Government Restrictions- Taxes, serving size, vending machine locations
Decline in Soft Drink Purchases:
'98-'12 decrease by 16% in US
'01-'10 all of Coke's soda products decrease by 12%
'01-'10 decrease in Gal. of Coke Classic sold in US by 22% Weaknesses Health To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference. Vision: People: inspire employees
Portfolio: satisfying brands
Partners: enduring value
Planet: green initiative.
Profit: Maximize long-term return
Productivity: highly effective/fast-moving org. How do you keep
the same product
exciting for 125 years?
The best global brand in the world in terms of value ($77,839 billion)
World’s largest market share in beverages
Strong marketing and advertising
Most extensive beverage distribution channel
Customer loyalty
Organization Within the Company
Bargaining power over suppliers
Corporate social responsibility Finances: Stock: $42.10
Shares outstanding: 4.45 Billion
Revenue ('12): $48.01 Billion
Profit ('12): $9.01 Billion, 18.78%
Enough Capital Resources to survive any economic crisis Obesity as a National Concern Significant focus on carbonated drinks
Non-diversified product portfolio compared to Pepsi
High debt level due to acquisitions
Negative publicity
Brand failures or many brands with insignificant amount of revenues Opportunities:
Bottled water consumption growth
Increasing demand for healthy food and beverage
Growing beverages consumption in emerging markets
Growth through acquisitions Threats: Changes in consumer preferences
Water scarcity
Strong dollar
Legal requirements to disclose negative information on product labels
Decreasing gross profit and net profit margins
Competition from PepsiCo
Saturated carbonated drinks market Actions Coke is Taking: Acquisition of Innocent
Broadens Portfolio
Distribution Channels
Health Conscious
Distribution Costs (NY) Industry Developments and Innovations:
Green Initiative
Cashless Vending Machines
Freestyle Soda Fountain Machines
Edible Ads
New Machinery Incr. Production Vol. Furthering the Acquisition Use Distribution Channels in US and UK for Cross Selling
Portfolio: Using natural fruit as sweetener lowers Production Costs.
Fructose Corn Syrup & Drought Strategies to Focus on: Sustainability Projects: Incentive Programs
Cut Production Costs
R&D- Manufacturing Tech. or new ingredients
Diversify Portfolio: Healthy Options, Coffee, Tea
Continue to Innovate
Niche market: The Elderly
Distribution: Rural Areas
PR Campaign: Positive Reputation The intensity of
competitive rivalry Threat of new
entrants The Threat of
Substitute Products The Bargaining
Power of Consumers The Bargaining
Power of Suppliers Porter's
Five Forces High advertisement and marketing costs
Strong customer loyalty/ brand image
High margins to retailers
Price wars
Bottling network Price wars
Fixed storage cost
Competition on advertisement
Best brand name
Strategic Stake Massive advertising
Brand loyalty
Switching cost
Perceived price/ value Fast food fountain
Vending machines
Convenience stores
Food stores Number of important suppliers
Switching cost
Availability of substitutes
Buyer industry to suppliers Coke Culture: Live Our Values: our values serve as a compass for our actions and describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well Resource-Based View Tangibles:
Factories and bottling facilities
Competitors and New Markets
Available Cash Intangibles:
Brand The Competition Pepsi Nestle Dr. Pepper Snapple Value Chain Coca-Cola is a global business that operates on a local scale.
Coca-Cola creates and sells their syrups to more than 250 bottling partners worldwide.
The bottling companies are responsible for manufacturing, packaging and distribution
Coca-Cola works with bottling companies and suppliers to execute localized strategies.
Coca-Cola is responsible for consumer brand marketing
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